inStorebuyer - November 2012 - (Page 18)

3 Annual Sales: $41.1 billion Number of Stores: 1,666 Store Banners: Safeway, Vons, Dominick’s, Randalls, Carrs Address: 5918 Stoneridge Mall Road, Pleasanton, CA 94588 Phone: (925) 467-3000 Web: www.safeway.com Key Personnel: Mark Hadley, vice president of bakery; John Beretta, vice president of deli food service Safeway Safeway marked an innovative year in its culinary kitchen and online with a pair of unique marketing initiatives designed to enhance customer loyalty and service. A three-month nationwide search, a People’s Choice vote, three regional cook-off events, and one final cook-off led Safeway in 2012 to discover its next chef in 2012. Dave Histed won Safeway’s “Search for Our Next Chef” competition, a first-ofits-kind opportunity in which chefs across the country competed for a full-time position with the Safeway Culinary Kitchens and the chance to have their recipe sold as an Open Nature Skillet Meal in Safeway stores. The Safeway Culinary Kitchens, a 4,000-sq-ft kitchen at Safeway’s headquarters in Pleasanton, CA, develops best-in-class foods that help shoppers find affordable meal inspiration. Finalists prepared their skillet recipe and presented to an experienced judging panel consisting of Safeway executives and the chain’s executive chef Alexandra Guarnaschelli, who appears on Food Network’s “Chopped” and “Iron Chef.” Histed proved victorious with his Open Nature Skillet Meal dish, “Thai Basil Shrimp with Curry Jasmine Rice,” made from 100% natural ingredients. “The level of intensity we saw in the Safeway Culinary Kitchens during the final leg of this competition was unmatched,” says Guarnaschelli. Histed was previously a chef at Big Bowl, a Midwest chain of Chinese and Thai restaurants. He joined an experienced team of chefs in the Safeway Culinary Kitchens, all of whom have studied extensively at renowned culinary schools and top dining destinations. In other key developments in 2012, Safeway in May launched its innovative Just for U program in the company’s Oregon and Washington divisions. Just for U is the first online and mobile shopping tool, giving shoppers an easier way to save on groceries by delivering targeted savings directly to a customer’s Safeway Club Card. Shoppers sign up for free online at www. Safeway.com or access Just for U through the new Safeway Mobile App for iPhone or Android. “Gone are the days where shoppers have to clip coupons, browse through ads or promotional flyers or bring a handwritten shopping list to the store,” says Steve Frisby, president of Safeway’s Portland and Seattle Divisions. The new program is already paying dividends in terms of enhanced customer loyalty. In Safeway’s third-quarter 2012 report, Steve Burd, chairman and CEO of Safeway, said their Just for U loyalty program continues to gain momentum with customers, and it is helping them save money every time they shop. “The incremental sales driven by Just for U helped to offset lower infl ation in the third quarter and improve volume share,” Burd said in the report. | 18 | inStorebuyer | November 2012 | http://www.safeway.com http://www.Safeway.com

Table of Contents for the Digital Edition of inStorebuyer - November 2012

inStorebuyer - November 2012
Editor's Note - Innovation & Information
Table of Contents
Front line news - RBA Roadshow in Chicago
Cedar’s Launches T.G.I.FRIDAY’S Dips
Meiko Launches Unique Washer
Stop & Shop Opens LEED Store
The Innovators
Profiles - Ahold USA
Profiles - Walmart
Profiles - Safeway
Profiles - H-E-B
Profiles - Trader Joe's
Profiles - Wegmans
Profiles - Whole Foods Market
Profiles - Giant Eagle
Profiles - Hy-Vee
Profiles - Target
Profiles - Publix
Profiles - Kroger
Profiles - Schnucks
Profiles - Fresh & Easy
Profiles - Kings Food Markets
Profiles - The Fresh Market
Profiles - Harris Teeter
Profiles - Roundy's
Profiles - Meijer
Profiles - Fairway Market
Profiles - United Supermarkets
Profiles - Brookshire Grocery
Profiles - Cavier & Bananas
Product Trends
Product Showcase
Marketplace Network

inStorebuyer - November 2012

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